BRAND IDENTITY

The existing CPIT brand had been in the tertiary market for a number of years. The brand was very weak with an out-dated look, outdated imagery, no strong point of view and no differentiation from the competition.

I worked with a creative agency to develop a new brand identity including new logo, colour palette and style of photography.

A student model search was conducted to feature in the project and a database created for use in future campaigns and collateral.

The result was a clear, instantly recognisable brand, full of light and energy, that had a clear point of difference and conveyed a sense of strength and optimism. quite different to the competitor set.  Reputation research confirmed its appeal to the target market.

Executions included out of home advertising, print adverts, cinema, expo and event theme’ing, brochures, social media, digital marketing and merchandise. Using real students as models assisted in the viral spread of the campaign.